Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

creation and execution. "We're actually creating one experience but it can go in so manyplaces," he added."The concept of a tablet first or tablet-only entity doesn't work," said Harry Kargman,founder and CEO at the mobile publishing platform Kargo. "What we're seeing is thatyou have to be a cross-device company."When Grace Dolan began working on mobile search at Google around three years ago,the phone, tablet and desktop were too simply defined by their use cases, she said. "Whatwe're learning is it's more about the context and we can learn about context with GPS,location and other signals. The device itself is one of many signals," said the head ofGoogle's mobile search solutions in North America.Agencies, marketers and publishers all need to understand how these devices are beingused, or when users are shifting from one to another, said David Berkowitz, VP ofemerging media at 360i, a digital marketing agency.Mandar Shinde, director of mobile monetization at AOL, said that once the industrymoves beyond all the confusion caused by disparate formats, mobile will no longer beseen as a buy, but rather a differentiated media and positioning strategy as part of a fullyintegrated campaign. He added that at least 15 percent of AOL's users don't go back tothe desktop, and the percentage is even more profound on certain AOL properties."There's a fundamental disconnect in how dollars are being spent," Kargman added. Mostagencies are focused on desktop advertising, but that potential pool of online usersdoesn't always represent the largest potential audience for brands. "Most mediacompanies have 35 to 40 percent mobile usage, but it's quickly becoming 50-50," he said.Jonathan Weitz, the moderator of the panel and partner at IBB Consulting, said mobileadvertising is forecast to reach $10 billion by 2015. Although mobile advertising will stillbe smaller than cable, broadcast and web advertising, with a 35 percent growth rate inmobile it won't take long for the tables to turn.How e-retailers boosted holiday salesWith more mobile sales, e-retailers dealt with more competitionfrom stores.Stefany MooreWhile some faced tougher price competition, Santa was good to most e-retailers this pastholiday shopping season. Many of the Top 100 online merchants report strong year-overyearrevenue gains and major growth in mobile traffic and sales.CVS Caremark Corp., for example, experienced a 30% growth in traffic compared to the2011 holiday season, with a 300% growth in mobile app usage. Online-only discounts87